Official Spotify Fan Engagement Guide 2025 published
Turn casual listeners into loyal fans with Campaign Kit, the official Spotify fan engagement guide.. From playlist pitching to Discovery Mode, learn how these powerful tools can grow an audience, reactivate past listeners, and deepen the fan relationship.
Official Spotify Fan Engagement Guide 2025 published
from Spotify For Artists
Every artist’s audience goals are unique, and having the right tools can unlock deeper fandom at every stage.
Music goals come in all shapes and sizes – from attracting new fans with a debut album to deepening connections with long-time listeners ahead of a tour. That’s where Campaign Kit comes in.
With tools like playlist pitching, Discovery Mode, Marquee, and Showcase, Campaign Kit is designed to help you turn any listeners into “super listeners” – aka your most engaged fans from the past 28 days who come back to your music time and time again. In fact, our 2023 Fan Study found that over two-thirds of super listeners will still be streaming your music after a six-month stretch.
Purpose-built to achieve three audience goals — growth, reactivation, and engagement — Campaign Kit helps to create and nurture loyal fans.
Goal #1: Grow your audience
Bringing new listeners into your musical orbit is the first stop on the fan journey. Campaign Kit helps connect your music with the right potential audiences to get things moving.
Use: Playlist pitching
In 2024, 74% of artists added to an editorial playlist had fewer than 100K monthly listeners. Playlist pitching is a free tool that artists of all sizes and stages in their career can use to help get their new releases heard.
- How it works: Submit unreleased tracks to our editors to be considered for curated playlists – where listeners discover new music.
- Measure: New listeners.
- Success story: Latin artist Jay Wheeler’s song, “TRAPPii,” landed on Spotify’s Trap Land playlist, driving 100,000 streams.
Use: Discovery Mode
In 2024, 35% of all discoveries on Spotify happened via personalized recommendations in algorithmic contexts. With Discovery Mode, artists now have a say in how their songs are surfaced to listeners in these contexts.
- How it works: Amplify the reach of your songs via Spotify Mixes, Radio, and Autoplay.
- Measure: Streams, new listeners.
- Success story: Pop artist NERIAH reached nearly half a million new listeners in the three months preceding her debut album — representing nearly 25% of her listeners during that time.
Use: Marquee and Showcase
On average, our research shows that combining Marquee and Showcase generates 40x more new active listeners—5x more than using Marquee alone.
- How they work: Introduce your music to listeners who are most likely to stream the promoted release after seeing the campaign – even if they’re new to your music.
- Target: Programmed and/or potential audience.
- Measure: New active listeners, new listeners.
- Success story: Nearly half of the listeners reached through EDM artist William Black’s Showcase were new to his music.
Goal #2: Reactivate listeners who haven’t streamed recently
Re-engaging past listeners keeps your music in their rotation. Without engagement, over half of the listeners in an artist’s previously active audience stop streaming within three months, on average.
Use: Marquee and Showcase
On average, we’ve seen that new releases promoted with Marquee drive a 6x lift in reactivated listeners.
- How they work: Hone-in on listeners who haven’t streamed you recently with new or catalog music.
- Target: Previously active audience.
- Measure: Reactivated listeners.
- Success story: Over 10% of previously active listeners who streamed indie artist Goth Babe’s single from his Showcase campaign saved it to their library or added it to a personal playlist. And nearly 20% of those listeners went on to stream other releases by Goth Babe.
Goal #3: Deepen connections with active fans
Your most engaged listeners – aka your “active audience” – go beyond just streaming your music once. They save and playlist add tracks, and return to stream again and again. They even support you with live shows and merch sales. Deepening fandom with this valuable set of listeners is an investment in long-term success.
Use: Discovery Mode
On average, we’ve seen that artists see a +50% increase in saves, +44% in playlist adds, and +37% in follows in the first month using Discovery Mode.
- How it works: Amplify your reach with existing fans and increase actions that lead to long-term fandom – like saves, playlist adds, and follows.
- Measure: Streams.
- Success story: Over a 15-month period, after activating Discovery Mode for 11 tracks, R&B artist thuy’s listeners saved and added her songs to playlists over 200,000 times.
Use: Marquee and Showcase
On average, we’ve seen that new releases promoted with Marquee drive a 2x lift in amplified listeners.
- How they work: Hone in on your most engaged listeners to encourage them to dive even deeper into your world.
- Target: Active audience.
- Measure: Amplified listeners.
- Success story: After 30 days, active listeners who viewed pop artist Jillian Rossi’s Marquee streamed about 30x more than similar listenerswho did not see the campaign.
How to get started with Campaign Kit tools
Campaign Kit is available in the Campaigns tab on Spotify for Artists (desktop). Playlist pitching is open to all artists, Discovery Mode is live in 90+ markets, and Showcase and Marquee are available in ten—with more regions and features on the way.
Combine these tools with Clips, Canvas, and Countdown Pages to maximize your reach and connect with fans in fresh, creative ways.
Ready to amplify your next release? Visit the Campaigns tab and start your campaign today.
Spotify for Artists helps you to develop the fanbase you need to reach your goals.
